search query: @indexterm Broadcasting industry / total: 139
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| Author: | Ferguson, A. |
| Title: | Commerce on the airwaves. |
| Journal: | Management Today
1989 : DEC, p. 56-62 |
| Index terms: | DEREGULATION RADIO RECEIVERS INDUSTRY BROADCASTING INDUSTRY STRATEGIC MANAGEMENT ADVERTISING |
| Language: | eng |
| Abstract: | With the growth of local commercial radio the managers must be prepared for deregulation. High fixed costs mean that managers look for synergies in managing a group of stations. It is predicted that there will be an improvement in the quality of advertising as well as growth in below-the-line advertising in independent local radio. Stations try to share programming but keep a strong local flavour. By offering audiences targeted by geography - local, regional and national - expenditure and age range, contractors can attract advertisers. Professional managers in radio are focusing attention on researching and marketing the medium to make it more appealing to listeners and advertisers. |
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